Dehumanizacja usług medycznych oraz przywracanie symetryczności relacji w kontaktach profesjonalista – pacjent
Dehumanisation of Medical Services and Restitution of Symmetry of Relationships in the Professional-Patient Contacts

Summary/Abstract: An aim of considerations is to define the phenomenon of asymmetry of information and to indicate the ways of overcoming thereof, to indicate the need to make use of marketing management of a service organisation in the course of restitution of symmetry of relationships. The study is of the conceptual and predictive dimension. Main research findings: 1) the physician-patient scheme is not an equal scheme though lack of equality does not exclude reciprocity in the relationship; 2) adoption of the relationship marketing paradigm causes that there basically changes also the way of perception of a service organisation. Selection of this version of marketing indicates the model of marketing management being a part of the pro-quality strategy context; 3) restitution of the symmetry of relationships is a condition of contribution to value and this will be possible while taking into account new competencies of the medical personnel. Practical implications: introduction of the symmetry of relationships, owing to relationship marketing, will increase satisfaction of the client of internal and external medical entity. Social implications: assurance of symmetry of relationships will affect their quality, thus increasing the level of patient servicing.

• Details
• Contents